Autumn 2013 Digital Media Marketing

MAR 3721 Digital Media Marketing Syllabus

Instructor

Bree Gotsdiner

Email: Bree.Gotsdiner@bus.ucf.edu Ofce: BA2, Room 307D Web Address: http://web.bus.ucf.edu/marketing/directory.aspx Ofce Hours: Wednesday 4:30pm-5:30pm or by appointment.

Course Overview
Welcome to Digital Media Marketing! This course is designed to provide you with an overview of the digital media landscape and teach you how to use it in business. Through the use of real-world examples, you will gain rst-hand knowledge of how to address marketing issues and handle client projects. Much of the work will be Internet and project-based. In addition to applying theoretical concepts you learned in other marketing courses, this course emphasizes teamwork, management of deadline-oriented projects, and the ability to document and present your work effectively. At the end of this course, you should be ready to take on real-world digital marketing challenges as a marketing professional. You will leave with a personal website and hands-on experience about how to develop a digital media marketing plan.

Digital Media Marketing - Autumn 2013

Digital Media Marketing

Objectives
This course is designed to provide real-world lessons and examples to prepare the students for their post-university professions.

Learning Objectives
To gain a foundational understanding of digital marketing and practical application Develop and / or reinforce creative marketing thinking skills applied in real business scenarios. Develop and / or reinforce the ability to solve real digital marketing challenges. Develop and / or reinforce analytic interpretation skills Develop a digital marketing mindset

Learning Outcomes
Web development with social media integration Blog content development e-Commerce product development experience Internet marketing campaign development experience

Digital Media Marketing - Autumn 2013

Digital Media Marketing

Topics Covered:
Afliate Marketing Analytics eCommerce Email Marketing Event marketing Mobile Marketing (SMS/MMS) Applications Websites Digital Public Relations Search Engine Marketing Search Engine Optimization (SEO) Social Media Optimization (SMO) Pay Per Click Campaigns (PPC) Advertising Social Media Facebook LinkedIn Twitter Pinterest Google+ Strategic Partnerships Video Optimization YouTube Vimeo Website Design and Development Landing Page Lead Generation

Digital Media Marketing - Autumn 2013

Digital Media Marketing

Expectations
I expect you, as a future business leader, to arrive on time, silence and put away your cell phone and engage in class discussions. You are expected to behave and dress professionally, and submit nished, polished work on time. You are encouraged to think critically, question, disagree, and offer alternatives. Late work will be marked down.

See Addendum A for policies on: classroom protocol, academic honest policies, TurnItIn, disability access, attendance, professionalism, academic conduct and the University Writing Center.

Required Materials
Because the digital world changes on a daily basis, our textbook will show the past, how we got to where we are today digitally, and give the basics of choosing what digitals tools to utilize and how to use them.

Reading
A Professionals Guide to Social Media, Joel Goldstein See Addendum B for the reading list

Everyday, please bring:

A laptop Note pad Paper and pens Name card

Digital Media Marketing - Autumn 2013

Digital Media Marketing

Basis for Grading

It is my goal for you to learn about digital media and marketing, when and how to employ digital strategies, how to evaluate them, and to think both creatively and analytically during the process. It is your responsibility to earn the grade you desire.

Individual Work Policy:

Review Attend

assigned readings prior to the class period in which they are to be covered. each class and participate in class discussions. Should a student miss a class, it is his/her responsibility to learn what was missed. It is the responsibility of the student to stay current on any changes or announcements made. Be sure to check your e-mail and the course Web page regularly. Students should contribute 100% to team activities. Be considerate and courteous to the instructor and fellow students.

Group Work
There is an emphasis on teamwork in this course. A well-functioning group should be able to entertain different perspectives, innovative ideas, and powerful strategies. Team members will learn how to challenge each other constructively and collaborate effectively. They will also learn how to manage deadlines. However, it is important that every member of the group recognize some basic principles of working well in groups: Pull your weight and do your fair share of work. Respect other peoples points of view and be willing to listen and cooperate. Be prepared for some stress and conict when working in a group and learn how to manage it in a way that is constructive and productive. A student who is not doing his/her fair share in the team may be subject to penalties such as a downward revision of grade. Everyone must participate in the group presentations.

Digital Media Marketing - Autumn 2013

Digital Media Marketing

Class Participation
Your participation grade for each class will depend on a) the quality of your contribution, b) (to a lesser extent) how often you contribute, and c) how well you listen to others and develop ideas collaboratively. It is important to understand that frequent participation in class is not as important as the quality of participation. That is, you should strive to make effective use of the discussion time in class through thoughtful, timely, and constructive participation. Students who miss a class will be given a zero for that days class participation.

Grading Scale
Grading Scale (%) 940-1000 C 900-930 C870-890 D+ 840-860 D 800-830 D770-790 F

A AB+ B BC+

740-760 700-730 670-690 640-660 600-630 < 590

Digital Media Marketing - Autumn 2013

Digital Media Marketing

Grade Allocation:
Your grade is based on both individual and team performance. I. Points you earn on your own: up to 600 Blog Website Social media Quiz Midterm Final exam Class participation 50 60 45 10 70 125 240

Subtotal of individual points - up to 600

II. Points you earn with your team: up to 400 Group project 400

Subtotal of team points - up to 400 Grand total 1,000

**Extra Credit will be available for up to 25 points** See Addendum C for a description of grades and evaluation form for group presentations.

Digital Media Marketing - Autumn 2013

Digital Media Marketing

Schedule
Date Lecture Topics In Class Assignment (due at 5pm before class unless otherwise specied)

August 21, 2013

What is digital media marketing?

Welcome / networking What is digital media discussion Networking activity

Read Study for Quiz (8/28)

August 22, 2013 August 28, 2013 Quiz on syllabus Review syllabus Website development* Blog* Social Media*

Drop / Swap Deadline Review syllabus Discussion Select Groups, complete group work sheets If time permits: Group project Develop a social media campaign for a car wash Submit to Canvas at the end of class
Read: Professionals Guide
to Social Media

BRING A LAPTOP

September 2, 2013 September 4, 2013 Mobile SMS MMS Applications Website

Labor Day Group project Develop a mobile marketing campaign for a restaurant Present Class discussion Start website project Set-up blog, pick topic, write rst post Set-up professional social media accounts Read: Professionals Guide to Social Media BRING A LAPTOP

Digital Media Marketing - Autumn 2013

Digital Media Marketing

Date

Lecture Topics

In Class

Assignment (due at 5pm before class unless otherwise specied)

September 11, 2013

Search Engine Marketing (SEO) (SMO) (PPC) Advertising Video Optimization YouTube Vimeo Hyper-local digital marketing

Group project Develop a search engine marketing plan for a restaurant Present Class discussion Submit project

Blog post 2+ posts per social media account Read Complete website and submit link

September 18, 2013

Group project Analyze tools and present Submit project Class discussion

Blog post 2+ posts per social media account Read Blog post 2+ posts per social media account Read

September 25, 2013

Event Marketing Introduce big group project

Group project Develop a digital campaign to promote event Submit project Class discussion Group project

October 2, 2013

Email Marketing Afliate marketing Digital reviews

Group project Email marketing plan for a marketing agency (B2B) Submit project Class discussion

Blog post 2+ posts per social media account Read Group Project: Submit e-commerce product

Digital Media Marketing - Autumn 2013

Digital Media Marketing

Date

Lecture Topics

In Class

Assignment (due at 5pm before class unless otherwise specied)

October 9, 2013

Midterm Online professionalism and etiquette guest lecturer Heather Post

Midterm Class discussion

Blog post 2+ posts per social media account

October 14, 2013 October 16, 2013 Digital PR Write a press release Guest blog Online reviews

Columbus Day Discuss press releases pros and cons from readings Develop digital PR campaign for (choose 1) family attorney motivational speaker women empowerment tness expert Submit to Canvas at the end of class Blog post 2+ posts per social media account Read BRING A LAPTOP Group Project: Submit links to online marketing sites/ platforms

October 23, 2013

e-Commerce Landing Page Lead generation Introduce group project*

Group project Online platform: eBay, CraigsList, etc Pick a product and develop marketing plan Class discussion Submit project

Blog post 2+ posts per social media account Read

October 28, 2013

Withdrawal Deadline

Digital Media Marketing - Autumn 2013

10

Digital Media Marketing

Date

Lecture Topics

In Class

Assignment (due at 5pm before class unless otherwise specied)

October 30, 2013

Analytics

Discussion Set-up analytics for your website Interpretation Discussion

Blog post 2+ posts per social media account Read BRING A LAPTOP

October 31, 2013 November 6, 2013 Catch up and questions about group project Website design guest lecturer Joel Goldstein

Halloween Guest lecturer and discussion Discussion Revise website Blog post 2+ posts per social media account Read

November 11, 2013 November 13, 2013 Company review

Veterans Day Group project Review ABC Companys digital presence Submit project Class discussion Blog post 2+ posts per social media account Read Group Project: Submit rst half of report: introduction, product description, description of digital marketing plan

Digital Media Marketing - Autumn 2013

11

Digital Media Marketing

Date

Lecture Topics

In Class

Assignment (due at 5pm before class unless otherwise specied)

November 20, 2013

Future of digital marketing Start presentations

Discussion Group presentations

Final Blog post 2+ posts per social media account Read

November 27, 2013

Wrap-up Presentations Class evaluations

Group presentations

Turn in group report in its entirety

November 28, 2013 December 3, 2013 December 4, 2013 Final exam

Thanksgiving Study Day 7:00 PM 9:50 PM

See Addendum D for assignment notes for social media, website, blog and your big group project.

Final Note
Changes to the syllabus may be made to reect the needs of the class. Any changes will be announced in class and on Canvas. It is your responsibility to stay aware of any changes made.

Digital Media Marketing - Autumn 2013

12